Table 4.
Frequency and distribution of tobacco ad content coding.
| Coding Categories | Cigarette Ads N = 70 (%) |
Cigar Ads N = 22 (%) |
E-Cig. Ads N = 27 (%) |
Snus Ads N = 8 (%) |
Snuff Ads N = 44 (%) |
|---|---|---|---|---|---|
| Physical Composition/Format of the Ads | |||||
| 1. Size of ad* | |||||
| 1a. Full page | 62 (88.57%) | 14 (63.63%) | 24 (88.89%) | 6 (75%) | 34 (77.27 %) |
| 1b. Half page | 0 (0%) | 2 (9.09 %) | 1 (3.70 %) | 0 (0%) | 0 (0 %) |
| 1c. Quarter page | 2 (2.86%) | 2 (9.09 %) | 0 (0 %) | 0 (0%) | 0 (0%) |
| 1d. Other | 6 (8.57%) | 4 (18.18%) | 2 (7.41%) | 2 (25%) | 10 (22.73%) |
| 2. Image content** | |||||
| 2a. Human beings | 47 (67.14 %) | 11 (50%) | 15 (55.55%) | 4 (50%) | 1 (2.27%) |
| 2b. Photographic artwork | 69 (98.57 %) | 20 (90.91%) | 23 (85.19%) | 8 (100%) | 13 (29.54%) |
| 2c. Advertised product | 61 (87.14 %) | 22 (100%) | 27 (100%) | 8 (100%) | 41 (93.18%) |
| 2d. Cartoon characters | 0 (0 %) | 1 (4.56%) | 0 (0 %) | 0 (0%) | 0 (0%) |
| 3. Use of slogan | 70 (100 %) | 19 (86.36%) | 27 (100 %) | 8 (100%) | 44 (100%) |
| 4. Type of slogan* | |||||
| 4a. Stand-alone slogan | 50 (71.14 %) | 13 (59.10%) | 2 (7.41 %) | 4 (50%) | 3 (6.82%) |
| 4b. Image-dependent slogan |
20 (28.57 %) | 6 (27.27 %) | 25 (92.59%) | 4 (50%) | 41 (93.18%) |
| 5. Product placement | 61 (87.14 %) | 17 (77.27%) | 25 (92.59%) | 7 (87.5%) | 41 (93.18%) |
| 6. Setting in the ad | 43 (61.43 %) | 8 (36.36 %) | 10 (37.04%) | 4 (50%) | 3 (6.82%) |
| 7. Type of setting** | |||||
| 7a. Party/socialization | 27 (38.57 %) | 6 (27.27%) | 1 (3.70%) | 2 (25%) | 0 (0%) |
| 7b. Adventure/active outdoors |
3 (4.28 %) | 0 (0%) | 1 (3.70%) | 1 (12.5%) | 0 (0%) |
| 7c. Nature/passive outdoors |
6 (8.57 %) | 5 (22.73%) | 3 (11.11%) | 1 (12.5%) | 2 (4.54%) |
| 7d. Beach | 4 (5.71 %) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| 7e. Airport | 0 (0 %) | 0 (0%) | 2 (7.41%) | 0 (0%) | 0 (0%) |
| 7f. Home | 6 (8.57 %) | 2 (9.09%) | 1 (3.70%) | 0 (0%) | 0 (0%) |
| 7g. Hospital/Medical | 0 (0 %) | 0 (0%) | 0 (0 %) | 0 (0%) | 0 (0%) |
| 7h. Sporting event | 3 (4.28 %) | 1 (4.56%) | 0 (0%) | 0 (0%) | 0 (0%) |
| 7i. Office/ meeting place/conference room |
1 (1.42 %) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| 7j. Bar/restaurant | 6 (8.57 %) | 0 (0%) | 1 (3.70%) | 1 (12.5%) | 0 (0%) |
| 8. Branding | 70 (100 %) | 19 (86.36%) | 27 (100%) | 8 (100%) | 44 (100%) |
| 9. Frequency of brand name (open-ended response option) |
M = 6.34, SD = 3.20 |
M = 5.23, SD = 4.07 |
M = 6.81, SD = 2.83 |
M = 6.25, SD = 2.87 |
M = 2.73, SD = 1.25 |
| 10. Use of color* | |||||
| 10a. 1–2 colors | 0 (0 % ) | 1 (4.56%) | 0 (0%) | 0 (0%) | 0 (0%) |
| 10b. 3–5 colors | 14 (20 %) | 5 (22.73%) | 4 (14.81%) | 1 (12.5%) | 39 (88.64%) |
| 10c. 6 or more colors | 56 (80 %) | 13 (59.10%) | 23 (85.19%) | 7 (87.5%) | 5 (11.36%) |
| 11. Image size | 5 (71.43%) | 4 (18.18%) | 2 (7.41%) | 0 (0%) | 6 (13.64%) |
| 12. Warning label^ | 70 (100%) | 7 (31.81%) | 4 (14.81%) | 8 (100%) | 44 (100%) |
| 12a. Smoking causes lung cancer, heart disease, emphysema, and may complicate pregnancy |
21 (30%) | 1 (4.54%) | 0 (0%) | 0 (0%) | 0 (0%) |
| 12b. Quitting smoking now greatly reduces serious risks to your health |
13 (18.57%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| 12c. Smoking by pregnant women may result in fetal injury, premature birth, and low birth weight |
12 (17.14%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| 12d. Cigarette smoke contains carbon monoxide |
21 (30%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| 12e. Cigars are not a safe alternative to cigarettes |
0 (0%) | 1 (4.54%) | 0 (0 %) | 0 (0%) | 0 (0%) |
| 12f. Tobacco use increases the risk of infertility, stillbirth, and low birth weight |
3 (4.28%) | 5 (22.73%) | 0 (0%) | 0 (0%) | 0 (0%) |
| 12g. This product can cause mouth cancer |
0 (0%) | 0 (0%) | 0 (0%) | 2 (25%) | 11 (25%) |
| 12h. This product can cause gum disease and tooth loss |
0 (0%) | 0 (0%) | 0 (0%) | 1 (12.5%) | 14 (31.82%) |
| 12i. This product is not a safe alternative to cigarettes |
0 (0%) | 0 (0%) | 0 (0%) | 3 (37.5%) | 11 (25%) |
| 12j. Smokeless tobacco is addictive |
0 (0%) | 0 (0%) | 0 (0%) | 2 (25%) | 8 (18.18%) |
| 12k. Other: age restrictions, e-cigs are not a smoking cessation device. |
0 (0%) | 0 (0%) | 4 (14.81%) | 0 (0%) | 0 (0%) |
| Content of the Ads | |||||
| 13. Rhetorical themes* | |||||
| 13a. Pathos | 43 (61.43%) | 11 (50%) | 4 (14.81%) | 2 (25%) | 22 (50%) |
| 13b. Logos | 15 (21.43%) | 2 (9.09%) | 23 (85.19%) | 3 (37.5%) | 1 (2.27%) |
| 13c. Ethos | 10 (14.30%) | 4 (18.18%) | 0 (0%) | 3 (37.5%) | 3 (6.82%) |
| 13d. Unknown/undecided |
2 (2.86%) | 2 (9.09%) | 0 (0%) | 0 (0%) | 18 (40.91%) |
| 14. Persuasive themes** | |||||
| 14a. Conventional reasons |
62 (88.57%) | 16 (72.73%) | 23 (85.19%) | 7 (87.5%) | 14 (31.82%) |
| 14b. Comparative reasons |
46 (65.71%) | 4 (18.18%) | 24 (88.89%) | 7 (87.5%) | 3 (6.82%) |
| 14c. Lifestyle factors | 19 (27.14%) | 4 (18.18%) | 4 (14.81%) | 1 (12.5%) | 3 (6.82%) |
| 14d. Sex role model endorsement |
26 (37.14%) | 6 (27.27%) | 15 (55.56%) | 2 (25%) | 42 (95.45%) |
| 14e. Benefits of use | 3 (4.28%) | 2 (9.09%) | 1 (3.70%) | 1 (12.5%) | 0 (0%) |
| 14f. Social reasons | 7 (10 %) | 4 (18.18%) | 1 (3.70%) | 1 (12.5%) | 2 (4.54%) |
Note: For all items marked with an asterix (*), only one valid answer option per ad. For all items marked with a double asterix (**), more than one answer options per ad.
^
None of the ads for any of the tobacco products included these warning labels: cigar smoking can cause cancers of the mouth and throat, even if you do not inhale; tobacco smoke increases the risk of lung cancer and heart disease, even in nonsmokers; cigar smoking can cause lung cancer and heart disease; this product contains/produces chemicals known to the state of California to cause cancer, and birth defects or other reproductive harm.